DTC Firstleaf wine brand pokes fun at snobs in ads
“Everyone knows the feeling of being overwhelmed by wine lists, endless choices in the store, or even worse, the snobbery and ‘wine code’ that make drinking wine less fun than it is. should be,” said Geoff Edwards, Creative Director of Gale. director.
The brand subscription model indicates a shift in the alcohol industry towards brands seeking to grow by achieving direct-to-consumer sales.
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People can sign up for a subscription through the Firstleaf website and choose between six or 12 bottles per shipment. Consumers can update their boxes, swap bottles as their tastes change, and choose whether they want a box every month, or every two or three months. Each wine shipment costs $90, excluding shipping. The brand currently ships to 47 states and Washington, D.C.
The goal is “to make Firstleaf the easiest way to get the wine you love,” said Winston Binch, director of brand and experience at Gale. He said the brand wants to “do things differently than category suffocation.”
To create their box, customers answer an online quiz to create a “tasting profile”. A few days after completing the survey, they will receive a wine box adapted to their tastes. Consumers can then rate the wine to refine their tastes for future deliveries. The brand also advertises a “wine concierge team” of grape specialists to answer customer questions about wine. Consumers can also ask the team for a different bottle, in exchange for a credit, if they don’t like any of the wines received.